Scaling Innovation from Screen to Scene

The Mission To deliver a seamless global launch for Vuse Ultra, the world's most advanced vaping device. The brief required a dual-engine approach: building a scalable, future-proof digital asset library while simultaneously crafting a premium physical presence for high-profile cultural moments.

The Innovation (Digital):
In collaboration with VML and Landor,
I led the creative visualisation of
the campaign, utilising a gen-AI to
CGI workflow to establish the visual language (the "Orbs") whilst also building a compelling narrative for
the Ultra's innovative new features.
I oversaw the delivery over 1,000 hyper-realistic CGI renders and motion assets with unprecedented speed and consistency across markets including DACH, France, and APAC.

The Experience (Physical) The digital campaign culminated in a high-profile Spring launch event in Monaco around the F1 GP and Summer in London. I oversaw the creative production that translated our "Ultra Universe" concept into a tangible, immersive environment. From digital screens to physical installations, we brought the Vuse Ultra brand experience to life, creating a luxury touchpoint that engaged consumers and partners in one of the world's most exclusive settings.